During economic crises, consumer behavior changes and the focus shifts towards the economy segment. As a result, this price category acquires a high potential for growth and development. In Russia, the economy segment in the Electronics and Household Appliances category has not yet been mastered by strong players. Therefore, it is possible to take a significant market share in a short period of time.

When rebranding the Eldorado electronics store chain, the main tasks were: a clear separation of positioning from competitors and minimizing the cost of opening stores.

The corporate identity was based on the active use of the lightning element. This sign characterizes the entire category of electronics and symbolizes many concepts: charging, loading, electrical impulse and energy. In addition to the main colors of the brand — red and black — we added bright green.

For interaction between the online and offline store, we combined and separated into one functional block — the zone of cash desks, issuing orders and lending. The new space of the store has turned into a soft discounter format, which is based on functionality, clear zoning, concise navigation and space design.